Sid Lee and sister content creation company Jimmy Lee have won the Qatar Airways account to promote two of its planes, the new Boeing 777 and the Boeing 787, following a competitive tendering process against nine other international agencies.

Jimmy Lee will take the lead on the project, says Fady Atallah, senior account executive, Jimmy Lee.

The Montreal-based sister organizations will promote the in-flight experience of the state-owned airline based out of Doha, Qatar and operating throughout the Middle East.

This is a great opportunity for the Jimmy Lee and Sid Lee as they’ve been steadily expanding business outside of Canada, Atallah says.

“The plan is to [create] a video-based project to tell the story of the Qatar Airways brand,” says Atallah, noting that the first of the videos should be available online and in-flight this summer.

Qatar Airways worked with Boeing to design the 777 and will be one of the first airlines in the world to receive the new plane this summer, he adds. “It’s a game changer for Qatar Airways. And we’re asked to tell the story of that. We’re going to give life to the experience of travelling Qatar.”

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